Katrina Lairsmith grows animated when talking about the popularity of dance these days — both the good and bad aspects.

"All these kids want to dance and compete because of shows like ' So You Think You Can Dance,' " said the 43-year-old Denver native, who has taught at more than a half-dozen area academies. "But it's become so outrageous and so unfair to people who don't have a lot of money. It's catered to the upper class. People are now starting to realize it's almost a scam."

Lairsmith is referring to the competitive dance world, with its sanctioned national contests, conventions with names like Jump and Nuvo, and dramatic pop-culture representations (or, some would argue, misrepresentations) on reality shows such as Lifetime's " Dance Moms."

To access that world, kids need lessons. And as with any sport or after-school activity, that includes auditions and rehearsals, gear and costumes — and competition as parents vie to get kids into the best programs. None of it comes cheap.

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"It's crazy what some of these companies are charging," said Anthony Recce, a 42-year-old self-described "dance father." "I was paying $2,000 per month for two kids to dance. I've seen parents lose their TVs, their cars, their houses in making sacrifices to afford this."

After meeting Lairsmith two years ago, Recce began thinking of a way to rein in the costs associated with competitive dance while still supporting a top-notch program.

Earlier this year he partnered with Lairsmith to launch Levitate Dance Academy, the pair's attempt at a high-quality, low-cost competitive studio.

The owner of Arvada's Halo Protection Group security company, Recce has invested $80,000
in Levitate.

He converted his company warehouse in Arvada into a fully equipped dance studio and opened its doors on May 4 for auditions, attracting 40 students on the first day.

Levitate's second studio, a 4,500-square-foot space in the Larkridge Town Center retail complex in Thornton, is slated to open June 2.

Levitate will open a second studio on Thornton's Larkridge Town Center retail complex. (Hyoung Chang, The Denver Post)

Of course, old-fashioned dance lessons — the kind that don't require matching costumes or a trip to Las Vegas for a title competition — are relatively easy to find. And no one is forcing kids to don sequins and spend six days a week rehearsing jazz, tap, ballet or hip-hop moves with a team.

But divining and supporting a child's passion is a full-time job for most parents. So it's with a mix of social consciousness and business aspirations that Recce and Lairsmith are rebelling against what they see as the dance world's entrenched system of inflated costs and entitlement.

Some industry veterans say their math doesn't work.

Franchise ambitions

In addition to offering a lower-cost tuition for monthly classes — opening with a flat fee of $300 per student, as compared with variable hourly rates at other companies — Lairsmith and Recce are angling to give Levitate a national brand identity.

Recce's eyes light up as he shows off what will become the retail section of Levitate's Thornton studio, a dance-supply shop called Rise Above — after Levitate's slogan, "Rise above your dreams." It already includes sweatshirts, hoodies and T-shirts bearing the company logo.

"We want to be the first franchised competitive dance studio in the country," Recce said. "It's a void that needs to be filled."

Recce said that while some studios buy dance apparel for $30-$50 from catalogs only to sell them to parents for $150-$200, he will sell shoes and costumes for less-than-retail cost to students by giving them a 20 percent discount.

So how can he afford to be in the competitive dance world without "nickel and diming" his students, as he puts it?

By taking lower mark-ups, he said.

Recce estimated he spent more than $3,000 on costumes for his 10- and 13-year-old girls last year alone.

However, owners of area dance companies defended their rates and models, saying Recce and Lairsmith will soon realize the hidden costs of trying to run a national-quality competitive studio.

"People just see us teaching class, but so much stuff goes on behind the scenes," said Julie Jarnot, who along with sister Jennifer has operated the Thornton company Artistic Fusion Dance Academy for the past 15 years. "I work seven days a week, and just like any other job, you have to support yourself. "

An expensive passion

The lessons, gear and fees for an average competitive student can run about $1,000 per month. That includes a full (four to six days per week) schedule of high-level classes and rehearsals, training with master and guest choreographers, eight to 10 competitive events per season, and the attendant audition, application, costume and other fees at the studio, according to Michelle Latimer, owner of her eponymous, 23-year-old dance academy.

Competitive classes at some companies can also break down into team and solo routines, or even "tiers" with names like Starburst ($165 per week for a 3- ½-hour class) and Senior Company ($350 per week for 15 ½ hours of classes).

"It's not a hardcore set of numbers because there are so many variables. We charge the dancers what (the competitions) charge us," Jarnot said, noting that her Artistic Fusion attends three to four conventions each month during its 11-month competitive season.

Competition fees for one of her dancers can range from $4,000 to $8,000 annually.

Lairsmith, who founded the nonprofit Damsels Dance Company, said she has different priorities.She describes Levitate as a brand in service of an idea, as opposed to a concept serving a revenue stream.

In Levitate's bare Thornton studio, Recce calls up testimonials from parents and students on Facebook and Instagram, describing their relief in finding a company with high standards and low costs.

"I've been in the whole 'Dance Moms' situation, and that TV show is real," said Celina Toney, whose daughter will leave a company she declined to name to begin classes at Levitate later this year.

"Tony and Katrina are the opposite of that. They're very zen and they have some of the best instructors and choreographers."

"We just want to create a place people can afford," Lairsmith said. "I would never have been able to dance as a kid if this was the world that I lived in. And there are so many kids out there who just want to compete."

John Wenzel: 303-954-1642, jwenzel@denverpost.com or twitter.com/johnwenzel

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